First El Chico restaurant opens in Saudi
Riyadh, June 7, 2011
El Chico, the US-based the Tex-Mex restaurant brand, has opened its first outlet in Riyadh.
The announcement was made jointly by John D Harkey, Jr, chief executive officer of Consolidated Restaurant Operations (CRO) and Ali Al Sagri, chief operating and commercial officer of the Saudi-based Safari Group of Companies.
Safari Group will develop five El Chico restaurants across Saudi Arabia, it said in a statement. Safari recently formed a new company, Unique Hospitality Company (UHC), a fully owned subsidiary of Safari Group.
"US franchise concepts such as those under the CRO umbrella have attracted international franchise partners for three main reasons: strong brand identification, sophisticated distribution networks and well-defined, proven operating systems,” Harkey said.
CRO has development agreements in place to build 100 restaurants over the next seven years including restaurants now operating in Dubai, Abu Dhabi and Cairo.
Ali Sagri added: "UHC is the latest addition of the Safari group and is a result of the chairman's strategic decision of diversifying into specialized retail business that will stand out for their quality operation and unique products."
"We are honoured to be selected by CRO group as the exclusive franchisee for the development and operation of El Chico in Saudi Arabia," said Talal Azhari, general manager of Safari Group.
"Our first opening will reflect our commitment to deliver the highest standard of food, quality and service for all our guests,” he added. – TradeArabia News Service